Sega bets on non-gamers fueling its IP strategy through media and merch
TL;DR Summary
Sega president Shuji Utsumi says a rising class of fans who don’t actually play the games still engages with its IPs via YouTube, streams, and other media, sometimes more than core players; this 'non-gamer' cohort is seen as a key part of the company’s global transmedia strategy, with Like a Dragon merchandise showing strong cross-audience appeal and female participation, and 2026 set to push further with Persona and Angry Birds.
- Sega president says there's been a rise in "fans who don't play the games," and their engagement with IPs can be even higher than that of gamers AUTOMATON
- Female fans are driving sales of Like a Dragon merchandise Gamereactor UK
- SEGA now considers people who only watch games to be “gamers” Niche Gamer
- SEGA Says Non-Players Can Be More Engaged With Its Franchises Than Gamers SavePoint Gaming
- Sega president says an increasing number of its fans ‘have never actually played the games’ Video Games Chronicle
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